The Federal Government has formally introduced Nigeria’s first scientific-based audience measurement system, marking a significant advancement in the nation’s media landscape.
The launch event, held on Thursday in Abuja, was graced by the Minister of Information and National Orientation, Mohammed Idris.
Idris hailed the new system as a groundbreaking achievement, stressing that ”it aligns with President Bola Ahmed Tinubu’s vision for a technologically advanced and prosperous Nigeria.”
He emphasized that the sophisticated audience measurement system would provide reliable data and comprehensive insights into media consumption patterns across various demographics.
“This system will serve as a cornerstone for reliable data, providing accurate and comprehensive insights into media consumption patterns across various demography,” he said.
According to him, the new system replaces the outdated Diary Method (pen and paper) of collecting data on TV viewership and radio listenership, which failed to reflect the true picture of media consumption in Nigeria.
Idris noted that this outdated method had stunted the growth of the entertainment and media ecosystem in Nigeria by not motivating content producers and broadcasters to create better content.
“It is disheartening to note that in spite of having more than three times the eyeballs in South Africa, Nigeria’s television advertising market revenue is low compared to that of South Africa and Kenya.
“It is therefore incumbent on us to reverse the trend and adopt the system that will ensure that the advertising spend in Nigeria grows exponentially in the next couple of years,” he added.
The Federal Government had inaugurated a Ministerial Task Team on Audience Measurement, comprising relevant industry stakeholders.
The National Broadcasting Commission and the Advertising Regulatory Commission of Nigeria also appointed First Media and Entertainment Integrated (Nigeria) Limited, a marketing research company based in Lagos, to deliver scientifically-based audience measurement services.
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